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MBA-Marketing - IV Tri - Services Marketing - Compulsory - July 2021
MBA-Marketing - IV Tri - Services Marketing - Compulsory - July 2021
Dr Vandana T.
Trimester/Semeste IV Faculty
r Name Khanna
MK _***__ TO _**___
CS ____ ER _*___
Indicate:
* - Addresses Goals Barely Program Specific Goals
AOL SUMMARY ** - Addresses Goals Moderately (PSGs):
*** - Addresses Goals Strongly
PSG 1 __**___________
PSG 2 _____________
GOAL to be ASSESSED*
CT
*Select only 1 Goal
INSTRUMENT End-Term
Explanation of the The assessment parameters and their contents are planned to ensure that the
choice of method students learn, investigate and practice the identified learning outcomes. The
for assessment of assessment criteria are designed to measure CT strongly in the area of Services
Learning Goals Marketing. It also measures PSG 1, MK, CS and TO Moderately. The thought
behind this is that during the course and after completion, students should think
critically, reflect, define problems, and make judgements accordingly.
In this increasingly competitive business world, it has never been more important
to understand services marketing better. Consequently, service marketing is a
marketing tool for services organizations and a means of competitive advantage for
those companies that market products on the tangible dominant side of the
continuum. This course is based on a prior understanding of the basic concepts of
Marketing Management. The central aim of this course is to introduce students to
services marketing as a separate and distinct area. The course deliberates in detail
the fundamental concepts and strategies that differentiate the marketing of services
from the marketing of tangible goods. A solid foundation of the theory is laid on
which practical applications are addressed. The course objectives are as follows:
The course content will cover the fundamentals of Services and their applicability.
Course Coverage/
The learning experience in this course is based on an active, adult-learning
Topics relevant to
approach that values interactive learning and teaching. The course activities are
the Learning Goals
intended to help you become proficient in analyzing and judging the merits of the
(LG)
services sector and marketing practices and making strategic decisions in
traditional and non-traditional service industries. The subject demonstrates:
● An understanding of the key concepts and principles of services marketing
Indicate the extent
and its different from tangible goods. (PSG 1** & MK***)
to which the same
● Distinguish different service types that make up the services industry and
is addressed for
draw implications for marketing strategy development. (MK*** & GA**)
each LG
● Evaluate how the characteristics of service products differ from tangible
* - Addresses the
goods and how this impact on design and execution of marketing strategies
Learning Goal
for services. (MK** & CT***)
Barely
● Further developing critical thinking and problem-solving skills in the area
** - Addresses the
of Services through experiential marketing activities through cases.
Learning Goal
(CT*** & TO**)
Moderately
● Understand how different elements of the services marketing mix can
*** - Addresses the
address a range of marketing issues facing services organizations. (CT***
Learning Goal
& ER*)
Strongly
● Describe the problems faced by services marketing professionals and tools
and models’ managers might employ to increase customers’ perceptions of
satisfaction, service quality and value. (MK*** & CT**)
The pedagogy will mix lectures/discussions on major concepts related to the topic
Pedagogy/Learning
followed after discussing the cases.
Methodology
Indicative of
The foundations of this approach are tailored readings for each topic and students’
student-student
experiences as service consumers and employees.
interaction/
Student Activity/
Suitable cases from the International and Indian scenario will be discussed to
Interaction/ Peer
reinforce learning. Cases and articles for supplementing the knowledge and
Learning in form
learning is an integral part of the course. Students must come prepared as these are
of
part of internal assessment.
(Assignments,
Student contributions are encouraged through structured class activities,
Quiz,
discussions, questions, and examples in lectures and case discussions.
Group Project,
Individual and Group assignments on Services and activities will be done in class,
Group
as assignment submissions and group presentations.
Presentations, etc.)
Case: Euro-Air
19, 20 Presentations
Service Readings
Compiled by Course
Booklet Facilitator
Journal of Services
Marketing
Journal of Services
Research
ASSESSMENT CRITERIA
Note
● Students with attendance below 75% will not be allowed to write the end-term examination
LEARNING GOALS (LGs)